Social Customer Experience

Part III: Chapter 11 “The Social Graph”

Chapter Summary
We’ve talked about the Social Web as consisting of people and content, but it’s the connections among people arising from their shared interest in that content that make the Social Web so attractive. A key concept in understanding those connections, and the subject of this chapter, is the social graph.

Review of the Main Points
The key points covered in Chapter 11 are summarized here. How might you incorporate these points into the design or use of the social applications you are planning for your business or organization?

  • The social graph is key to the sharing of content and the spreading of shared experiences across social networks.
  • The social graph can be used in business, both as an indicator of who is connected to whom and as an indicator of who might like to meet whom or where specific content should be pushed.
  • There are different kinds of social graphs, including those based on interests, and also different kinds of social networks.
  • The behavioral aspects of the social graph can be measured and used to monitor and tune the larger social network.

    The social graph—while not as immediately obvious or as visible as shared content or the direct use of a social application—is an absolute key in developing and maintaining a vibrant social experience for the benefit of the participants in that shared experience. The role of the moderators, the design of the interaction points, and the degree to which participants can discover potentially valuable relationships are all driven by the existence and makeup of a participant’s social graph(s).